Fanatics and OpenAI are collaborating to improve the fan experience by launching an AI-powered version of Shop the Look. This tool uses AI models to recommend coordinated merchandise, helping fans complete their game-day outfits. Live across Fanatics.com and official NFL, NBA, MLB, and NHL online stores, the feature suggests matching items based on team, style, and inventory.
OpenAI models analyze enriched product data and team information to assemble recommendations, refreshed daily. Using Codex, the teams built and tested the first 50 looks in under 24 hours. After rapid iteration, Fanatics approved the minimum viable product and scaled it across thousands of products.
Following testing on roughly 30,000 MLB items, the AI-powered experience achieved 10% higher engagement than the previous system.
Source: OpenAI Blog · Summarized by HeadlinesBriefing